1 Association Rules - University of Melbourne（1关联规则-墨尔本大学）.pdfVIP

Association Rules (Market Basket Analysis) Association rules are of the form if X then Y. For example: 60% of those who buy comprehensive motor insurance also buy health insurance; 80% of those who buy books on-line also buy music on-line; 50% of those who have high blood pressure and are overweight have high cholesterol. These rules are actionable in that they can be used to target customers for marketing, or for product placing, or more generally to inform decision making. Examples of areas in which association rules have been used include • Credit card transactions: items purc